Member Insights: What happens when sport goes to war

Michael Pirrie, an Olympic and international tournament advisor looks into Russia, devastation, doping and the Olympic Games

The World Athletics Championships is the biggest sporting event in the world outside of the Olympic Games. 

The championships involve nations and athletes from across the globe. It’s a very big event and a very big deal.

It’s also a barometer for sporting blockbusters – usually held in major capitals such as London, which hosted in 2017. Tokyo has just been announced for 2025. 

The contrast could not be greater with the destination for this year’s mega sporting event.

The small, remote town of Eugene, Oregon, seems an improbable location.

But not to those who know Eugene.

This is a dynamo sports college city, billed as “TrackTown USA,” and has produced several former Olympic medallists and running greats. 

Eugene is currently hosting the championships in the United States for the first time in a bid to revive its glory-days and image as a track and field heartland.

This is a very big moment for track and field, its governing body and president Seb Coe, in their efforts to rebuild, grow and promote the sport in the world’s biggest sporting market.

Eugene also provides a potential new model for hosting championship events in smaller areas, with traditional capitals reluctant to host amid growing geopolitical uncertainty in sport and society.

SPORT IN THE SHADOWS OF WAR 

Increasingly, the direction of international sport is determined more by the political agendas of Russia, China and the United States – the G3 of sport – and less by international sports governing bodies and leaders.

Sporting events and locations are being reshaped by the unrelenting Covid pandemic, soaring inflation, growing energy and food crisis and especially by Russia’s war on Ukraine.

While the IOC led calls for international sports federations and governing committees to sanction Russia earlier this year, the bans are now starting to have impact as Russia is excluded from more prestigious events.

The sanctions are also widening as the death toll and suffering caused by Russia continue to mount. 

The latest Russia and Belarus bans include the International Ice Hockey Federation Women’s World Cup in Denmark next month.

Russia will continue to be isolated from world sport’s biggest events in the months ahead, culminating with the FIFA World Cup in Doha beginning in November.

The World Athletics Championships in Eugene loom as a bellwether. 

While the planet’s best and most decorated athletes from 200 nations are competing in Eugene, no Russian athlete can be seen on track or field.  

The athletics prohibition follows Wimbledon’s recent unprecedented ban on Russian and Belarusian players.

While Djokovic’s 21st Grand Slam win narrows the gap with world record holder Rafael Nadal, on 22  slams, the player ban is the enduring legacy of the topsy turvy Wimbledon tournament on world sport.

CROSSING SPORT’S RUBICON

The prohibitions on Russia and Belarus at Wimbledon and now Eugene have crossed a new sporting threshold. 

While Russian national teams have been excluded previously from smaller events, the ban on individual players at Wimbledon was historically significant – the first of its kind since players from Germany and Japan were not allowed to compete following the Second World War.  

Wimbledon and Eugene are turning points in sport’s response to Russia’s war on Ukraine.

SPORT’S NEW NORMAL 

The absence of Russian and Belarusian athletes is set to become a ‘new normal’ for international sport.

While reports claim that Russia may be illegally holding up to 400 foreign owned passenger jets hostage in the global sanctions fight, more Russian athletes will be grounded in the coming months as the war begins to extend into a long term conflict.

The ban on Russian athletes and teams in Eugene is highly significant.

Track and field is the most important Olympic Games sport, with medals highly prized by the Russian government leaders and athletes.

Although governing bodies and federations had hoped sanctions could be implemented with minimal disruption to athletes, sponsors and host cities, there is growing recognition that sports must be seen to be playing a real role in global efforts to contain Russia.

While a cavalcade of tennis players opposed the Wimbledon bans at the outset, it soon became apparent that a ‘business as usual’ approach was neither sustainable nor credible in the wider international community, on which sport depends.

The use of neutral national team colours and flag bans favoured by many sports leaders were not enough. 

Wimbledon and Eugene have changed the rules of engagement – on and off the fields of play.

OLYMPIC BAN – RUSSIA’S ULTIMATE SPORTING SANCTION

The initial debate over player bans has helped to highlight the depravity of Russia’s invasion within the wider sporting community and world beyond. 

Claims the bans were unjust and unfair to players have been rendered irrelevant by the scale of suffering and atrocities inflicted by Russia.

The Wimbledon and Eugene bans also signal an escalation in sanctions against Russia, leading to possible suspension from the Olympic Games, the ultimate penalty in world sport.

Russia’s war has inextricably linked sport to politics, rendering it highly difficult for governing bodies to defend sport’s mythical independence from politics.

There is also a growing recognition that Russia is not a nation on which to fight for sport’s neutrality.

As well as crimes against humanity, Russia has also committed crimes against sport.

This includes a long and tragic history of doping, cover up attempts, manipulation and failed efforts by independent international bodies to reform the Russian government controlled sports system.

A growing number of leaders in world sport see Russia as a lost cause, almost beyond rehabilitation.

TURNING POINT

The banning of Russian players from Wimbledon initially was the most consequential so far in sport’s response to Russia’s invasion.

The bans initially prompted anger within some professional sporting ranks, with Novak Djokovic describing the intervention as “crazy.”

The same word has been used to describe Djokovic’s opposition to life saving covid vaccines, which have saved millions of lives.

While sanctions on Russian oligarchs, industry and finance leaders and institutions have been applied across almost all sectors, the Wimbledon bans raised difficult questions for sport that shadowed the tournament.

These persisted from start to finish, with victory in the women’s final going to Russian born Elena Rybakina, now representing Kazakhstan.

“Everybody wants to compete. They were not choosing where they (were) born,” Rybakina said of the bans. Of course, I feel it for them because everybody wants to compete at the biggest tournament, at Wimbledon.”

Early anger over the bans subsided in the countdown to Wimbledon with greater recognition and awareness of Russia’s war crimes.

Daily revelations of Russia’s brutal war during preparations for Wimbledon and throughout the tournament brought greater understanding, clarity and support of the bans. It has not been a feature in Eugene. 

WAR’S GROWING IMPACT ON SPORT

The impact of war on international sport will increase the longer the war continues, and could lead all the way to Paris 2024 Olympic Games.

The IOC President Thomas Bach meet recently with Ukraine leader Volodymyr Zelenskyy, who told the Olympic leader that Russian Olympic representatives “ have no place in the world’s sports community.”

Zelenskyy estimated about 89 athletes and coaches have already died in the battlefield while 13 are in Russian captivity.

“We are with you with our hearts, with our thoughts every day, and we want to support you to make your Olympic dreams come true,” Bach said in an emotional exchange between the two.

Whispers are now growing louder within the international community that a ban on Russia at the Paris Olympics seems inevitable, especially as the Games is dedicated to peace.  

Senior Olympic figure Sir Craig Reedie said recently that “my guess is that the general feeling would be they should not qualify.”

Michael Pirrie is an Olympic and international major events advisor and commentator who led London’s global media campaign for the 2012 Olympic Games and served as Executive Adviser to Seb Coe and the London Olympic Games organising committee, amongst other senior positions in international sport.

World Rugby appoints The Space Between to drive ticket sales

The Space Between, the sports marketing agency has been appointed by World Rugby and Rugby New Zealand to create and deliver an earned media campaign to reach new audiences and drive ticket sales ahead of the forthcoming Rugby World Cup, being hosted by New Zealand in October this year.

This month the Rugby World Cup 2021 “Family Reunion” digital marketing campaign launched as tickets for the tournament went on general sale on 30th June, 100 days to go to the start of the tournament. The PR campaign is designed to complement the marketing campaign with attention grabbing PR and digital activity to get new fans to attend the Women’s Rugby World Cup.

The Space Between has expanded its growing team with a presence in New Zealand to provide local market support and implementation. This team will work closely with Rugby New Zealand and is primarily focused on lifestyle media to expand the reach and engagement of the event with new domestic audiences.

Commenting on the appointment, Joe Pecchia, Head of Marketing at World Rugby says: “The Space Between’s unrivalled knowledge and expertise in women’s sport coupled with their creative spark made them the obvious choice. We have an ambition to make this the biggest and best Women’s World Cup in history and their campaign will help us deliver on this.”

The account will be overseen by The Space Between Co-Founder Lisa Parfitt and communications lead Nicola McKelvey. Commenting on the agency’s appointment Lisa says: “World Rugby’s ambition to break new boundaries in women’s rugby really matches the challenger mindset of our agency. With women’s sport in our DNA we’re excited to help deliver rugby’s biggest family gathering this year.”

The Space Between team lead in New Zealand, Olivia Boswell, says “It’s an honour to represent such a respected international sports marketing agency and lead the team here for the women’s Rugby World Cup PR campaign. This is another major moment for women’s sport in Aotearoa and our engaging and fun, family-focussed campaign will ensure even more New Zealanders know about the event and get involved.”

Tokyo to host World Athletics Championship 2025

The World Athletics Council has selected Tokyo, Japan, to host the 2025 World Athletics Championships.

On the second day of the 228th World Athletics Council Meeting in Oregon, USA, the Council also announced that the 2024 World Athletics Cross Country Championships will be held in Medulin and Pula in Croatia and the 2026 World Athletics Cross Country Championships will be held in Tallahassee, Florida.

The 2025 World Athletics Championships will see the sport’s biggest stars return to Tokyo’s Olympic Stadium, venue for last year’s Olympic Games, in the year that the Japanese Association of Athletics Federations (JAAF) celebrates its centenary year.

In 2025, Tokyo will have the opportunity to fill its Olympic stadium with athletics fans who were denied the opportunity to attend the Tokyo 2020 Olympic Games due to pandemic restrictions.

The other candidates for the event were Nairobi, Silesia and Singapore, all of which were deemed strong enough and experienced enough to host the event. Tokyo scored the highest of the four candidates in the bid evaluation across the four focused areas: the potential for a powerful narrative; revenue generating opportunities for World Athletics; a destination that will enhance the international profile of the sport; and appropriate climate.

As one of the largest athletics stadiums in the world, the main stadium facilities in Tokyo are best in class and likely to present the best opportunity for athlete success at the 2025 World Athletics Championships. One of the most populated cities in the world with 43.8 million people in the Greater Tokyo area, Tokyo is an advanced market for athletics and associated growth opportunities.

World Athletics President Sebastian Coe thanked all the cities who took the time and effort to prepare bids, showing their commitment to athletics. He reinforced the Council’s wish that all of them continue to discuss future opportunities to host World Athletics events.

“Within an extremely strong field of candidates to host the World Athletics Championships 2025, Tokyo offered a compelling bid,” Coe said. “I hope this will be a shining light for Japan as they celebrate 100 years of the Japanese Association of Athletics Federations (JAAF) in 2025, by bringing world-class athletics back to the people in Tokyo.”

JAAF President Mitsugi Ogata responded: “We are immensely proud that World Athletics has demonstrated its confidence and trust in Japan to host the 2025 World Athletics Championships. Together with World Athletics as one team, we will capitalise on this opportunity to showcase the best possible global event for growing our sport to a higher level.

“History has shown that we have the ability and energy to host the world’s top athletes and to inspire international audiences. We promise that the Olympic Stadium in Tokyo will be full of fans to become an unforgettable experience for the athletes and everyone involved.”

The 18th edition of the World Athletics Championships begins in Oregon on Friday (15), while Budapest in Hungary will host the 2023 event.

Ajax upgrades Lavazza to official sponsor until 2027

The Italian coffee brand Lavazza and Ajax have extended and intensified the existing collaboration. Lavazza has been Ajax’s Official Supplier since 2017 and is now Official Sponsor until 2027.

The coffee of the 127-year-old family business Lavazza is served at sports park De Toekomst as well as for relations and employees in the Johan Cruijff ArenA and at events.


The collaboration with catering supplier VHC Jongens, who has been associated with Ajax since 2009 , remains an essential part of the partnership with Lavazza.

Menno Geelen, commercial director of Ajax: “It is great to see that our collaboration has been extended and continues to grow. We will also see Lavazza more often from next season, including on our backdrop and in content. Moreover, we are very happy that we can continue to drink and serve Lavazza’s excellent coffee.”

Maayk de Poorter, general manager of Lavazza Nederland / Bluespresso BV: “Over the past five years, together with VHC Jongens, we have enjoyed bringing the culture of authentic Italian coffee to the attention at and through Ajax. Ajax has now grown enormously in Europe. We have grown and our Lavazza portfolio fits seamlessly with clubs such as Juventus and Liverpool, so we have extended and intensified our partnership with great pride and confidence.”

AC Milan adds Hally & Son to its fashion partnership list

AC Milan and Hally & Son have signed a new partnership as part of which the eyeglass brand will become the Club’s new Official Fashion Eyewear Partner.

Hally & Son’s sunglasses and eyeglasses are created for those who value aesthetics, quality and unique details in all aspects of life, showing that passion for beauty transcends all things.

Style and elegance, combined with innovation and passion, form the basis of this new partnership between AC Milan and Hally & Son. These two brands, thanks in no small part to these shared values, have set standards for excellence in their respective sectors and proudly represent Italy throughout the world.

Casper Stylsvig, Chief Revenue Officer of AC Milan said: “Today marks the beginning of a journey that unites two brands representing the Italian style abroad. We are proud to welcome Avm1959, and in particular, an iconic Italian brand such as Hally & Son, to the Rossoneri family.”

“AC Milan perfectly encapsulates a winning mentality and a continued drive towards innovation, making it the best export product of Italian football over the decades. The result of last season has shown, once again, how it is possible to reach the very top by restructuring the operating model. As a Milan native and a Milanista myself, I am extremely proud to associate Hally & Son with this extraordinary Club,” added Jacopo Romano, CEO of Avm 1959 SpA.

WTT signs 188BET as international betting partner

World Table Tennis (WTT) has named online gaming brand 188BET as the Official International Betting Partner of the inaugural WTT Champions event

WTT Champions, individual men’s and women’s events, are WTT’s premier events designed for the world’s best 32 players. Both these events will be held as a combined event from 18-23 July 2022 in Budapest as part of WTT European Summer Series, offering fans double the excitement.

“We are delighted to be partnering with 188BET,” commented Raphael Chen, WTT’s Head of Partnerships Sales in Asia-Pacific. “This is a partnership with several ‘firsts’ – the first WTT Champions event and WTT’s first online gaming partner. We look forward to a fruitful and innovative partnership with this reputable company.”

Nigel Singer, Managing Director of 188BET, commented, “We are pleased to be partnering with World Table Tennis in the upcoming WTT Champions European Summer Series. Being the industry first in Asia to be partnering with World Table Tennis, we look forward for a successful event for our Asia audiences.”

As the Official International Betting Partner, 188BET will benefit from advertising opportunities on the field of play and exclusive social media activations, such as the Match of the Day and Head to Head for the semi-finals and the finals.

Manchester City unveils a virtual experience for fans on Roblox

Manchester City has launched ‘Blue Moon’, a City themed experience on Roblox, which is now available for fans.

Created in collaboration with Karta, the experience follows the story of the club’s characters, Moonchester and Moonbeam, and features various activities, including a minigame and a virtual Man City store. Fans can also play and watch Moonball matches, complete quests to earn in-game rewards and interact with other City fans on Roblox.

In another first for the club and the Premier League Trophy, the first ever virtual stop on Manchester City’s Trophy Tour will take place inside the Blue Moon experience on Roblox tomorrow. For 48 hours, Cityzens can interact in a digital world with the Premier League Trophy, take pictures with the trophy, collect unique items and meet other fans.

Manchester City also will feature in the popular Goal Kick Simulator experience on the Roblox platform where fans can get a hold of limited-edition items for their avatars!

Nuria Tarre, Chief Marketing and Fan Experience Officer at CFG said: “Manchester City continues to embrace the latest technologies to enhance experiences for our fans across the globe – both physically and in the digital world, exploring new and exciting ways to engage and entertain our fanbase.

“Another first for the club, this collaboration aims to inspire the next generation of fans and we look forward to delivering this innovative new experience on Roblox and bring the Premier League Trophy into the metaverse.”

Roblox provides an exciting opportunity for Manchester City to bring fans closer to the club than ever before, with many exciting upgrades, updates and events set to arrive in the coming months.

Real Madrid switches to BMW from Audi

Real Madrid and BMW Spain have signed a collaborative agreement to jointly pursue initiatives in the domains of future mobility, sustainability and diversity.

The event took place in the boardroom at Real Madrid City and was chaired by Florentino Pérez and Manuel Terroba, Executive Chairman of BMW Group Spain and Portugal. This partnership reflects the united values and vision for the future of both institutions.

The Real Madrid men’s and women’s football and basketball first teams, together with their coaching staff, will be provided with 100% electric vehicles from BMW as a means of mobility (they will be able to choose from any of the current models: iX, i4, iX3, i7 or iX1). Both organisations will establish a collaboration centre for sustainability where, through regular working sessions together with other collaborators at the club, good practices will be shared with the aim of reaching a common learning process. This forum will also act as a source of inspiration for ideas aimed at promoting innovative projects that will make a positive impact on the environment and society at large.

The president of BMW Group Spain, Manuel Terroba, said: “Real Madrid not only represents the world’s leading sporting institution, but also an organisation in constant evolution, striving for excellence in its activities based on demand, talent, quality and leadership. It also has a firm commitment to sustainability, solidarity, diversity and a winning spirit. This makes the club the perfect partner to address the challenges of the present and the future. Both institutions will work together to promote these values and, above all, respect for the environment, which represents a long-standing commitment to sustainable mobility, given that in 2022, the BMW Group will be marking 50 years since it unveiled its first electric BMW”.

Another of the objectives of this partnership is to work on specific initiatives that contribute to the sustainable development of the new Santiago Bernabéu stadium. The NEXT Sustainability Trophy will also be launched. This will award participants’ innovation and sustainability projects with the aim of bringing visibility to all those initiatives that improve the environment.

Sportradar launches Athlete Wellbeing program to help athletes combat betting addiction

Sportradar Integrity Services, a unit of Sportradar (NASDAQ: SRAD) has launched Athlete Wellbeing, a global program developed for leagues and federations, teams, and collegiate governing bodies to help support athletes’ and reduce the potential impact of sports betting on their mental health.

The program will focus on prevention and education through a comprehensive curriculum including on-demand virtual sessions, pre-recorded webinars and in person workshops. Sportradar has partnered with industry leaders in the areas of sports betting addiction and athlete mental health including Kindbridge Behavioral Health, a mental health treatment provider focused on gambling and gaming disorders; Dr. Timothy Fong, the co-director of the UCLA Gambling Studies Program; and Brianne Doura-Schawohl, a recognized expert in harm prevention and responsible gambling. Additionally, Sportradar recently renewed its membership in the National Council on Problem Gambling (NCPG), the oldest organization in the US dedicated to preventing gambling addiction, with NCPG agreeing to advise on the development of the Athlete Wellbeing program.

Jim Brown, Head of Integrity Services and Athlete Wellbeing, North America, Sportradar said: “We believe that Sportradar has an important role in the greater sports ecosystem and a responsibility in helping our partners educate their athletes about the potential impact of sports betting and problem gambling on their mental health. As the global leader in providing integrity services, the launch of this program is a natural step in continuing to protect the integrity of sport for all.”

Keith S. Whyte, Executive Director, National Council on Problem Gambling said: “We applaud Sportradar for creating their Athlete Wellbeing program to help protect athletes’ mental health, and we strongly support these efforts. As legalized sports betting expands across the country it is more important than ever to ensure gambling addiction prevention and education programs are in place for every league, sport, club, team and school.”

Sportradar Integrity Services has a long history of being at the forefront of providing innovative offerings and solutions to the marketplace that address new or emerging issues. The Athlete Wellbeing program fits seamlessly within the unit’s overall strategy of protecting the integrity of sports competitions and supporting stakeholders within the ecosystem.

Liverpool FC extends Standard Chartered deal for $59.2m annually

Liverpool Football Club and Standard Chartered Bank have extended their partnership for a further four years.

This will take the partnership to 17 seasons overall, until the end of the 2026-27 football season.

Standard Chartered started as Liverpool FC’s main team sponsor in July 2010, when the bank became only the fifth company ever to adorn the Reds’ first-team strip.

This agreement also includes sponsorship of LFC Women, as they return to the Women’s Super League, and aims to increase participation in the women’s game.

Billy Hogan, chief executive officer of LFC, said: “This is a hugely significant partnership for LFC and I could not be prouder to confirm a four-year extension to our already long and successful partnership with Standard Chartered.

“We have been on an incredible journey together and Standard Chartered’s support has been a key driver in our most recent successes, both on and off the pitch, with their loyalty and commitment to Liverpool Football Club.

“Our partnership has been able to thrive because of our shared values and we look forward to continuing to work together to help and support our communities and supporters around the world.”

Bill Winters, group chief executive at Standard Chartered, said: “When we partnered with Liverpool FC in 2010 we could not have imagined the success of both the partnership and of the club.

“Liverpool FC has been a true partner and, as one of the world’s best-known football clubs, we are proud to be associated with them. We are delighted to be continuing our partnership for the next four years and look forward to building on our already successful relationship.”

For a decade, Standard Chartered and Liverpool FC have used their partnership to support a number of the bank’s sustainability and community investment programmes. Together, they have raised more than £500,000 to tackle avoidable blindness and help young people, especially girls, learn new skills.

The bank has also worked closely with LFC Foundation to empower young adults through its Futuremakers initiative and has provided hundreds of matchday tickets to local residents to cheer on the Reds.